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How to Break into a Farm

A
common question that we get at Farming Cards is: “How many postcards or
mail pieces should I be sending?” It’s an important question to ask if
you are trying to break into a new farm and we have some answers.

For
new farms, we recommend sending 3 pieces of mail per month for the
first 4 months to get your foot in the door and generate name
recognition. This could be a combination of Just Listed cards, Just Sold
cards, or cards with any market updates. If there are holidays around
the times you are sending these cards, you may want to send timely
holiday material to your farm area. You can create a quarterly
newsletter with market facts and relevant details about your business
that you have not included on other cards. There are many creative ways
for you to get your foot in the door in this opening marketing period.

At
this point, you will have sent 12 pieces of mail demonstrating your
strengths and the activity in your market. You want to encourage
potential sellers to be active and make sure they’re thinking of you if
they choose to pursue that opportunity. Your farming push can be
connected to any other marketing (online, print, etc.) that you are
pursuing, helping establish your brand in a competitive market.

Every
month there after I would recommend sending 1-2 pieces of mail per
month. You’ve established your name and business, now is the opportunity
to maintain that presence. It is also a chance to divert those extra
resources into a new farm or complementary marketing strategy to keep
growing your business.

The
key thing to remember with this farming strategy, however, is all of
the lead capture methods you can and should be using. Cards, letters,
and brochures should point back to a website that would convert
recipients into real leads. For example, maybe a card directs them to a
page on your site where the customer is offered a free CMA. In order to
get this free CMA, you would need their first and last name, email
address, physical address, and phone number so you can add the
information to a database and continue to follow up with the new
potential client. You may get results putting down name and number on a
card; you’re going to get more results if you add in a simple, easy lead
capture system.

If
you have any questions about our farming program we would love to help
you. Farming.cards is committed to helping our customers create
effective, attractive marketing materials with flexible, timely
mailings. Please give us a call at 888-768-5285.

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